Average-tasting Tui still scores with NZ beer drinkers

By Ben BOUCKLEY contact

- Last updated on GMT

Picture Credit: Steve & Jem Copley/Flickr
Picture Credit: Steve & Jem Copley/Flickr

Related tags: New zealand

More New Zealand consumers drank Tui beer over an average four-week period than any other brand bar Heineken, despite the former’s relatively poor taste performance, says Roy Morgan Research.

The research firm revealed today that while 58% of Kiwi consumers it surveyed like Tui’s adverts (we have embedded one cheeky ad below) only 28% say the beer has a great taste and only 24% would recommend it to friends.

The positive response to the ads – only 31% like Heineken’s advertising, 15% Corona’s, 6% Mac’s Gold – is counterbalanced by positive scores for Tui’s rivals in terms of taste and endorsement.

Corona is top of the tree in this respect, with a 52% taste score and 40% recommendation score, while Heineken scores 45% and 31% and Mac’s Gold 44% and 35%.

Consistent, well-liked advertising

This clearly demonstrates the power of consistent, well-liked advertising and the importance of brand affinity as well as perceptions of price, according to Roy Morgan Research.

Pip Elliot, general manager, Roy Morgan Research NZ, said: “The ubiquity of and media attention given to Tui’s advertising over the last decade or so have played a big part in its success.

“Other brands such as Monteith’s Original Ale and Mac’s Gold rely instead on the ‘free’ advertising that comes from word-of-mouth endorsement, which itself comes largely from taste,”​ he added.

Meanwhile, market leader Heineken has done well to achieve high scores among consumers in a range of areas including ‘has a reputation for quality’ and ‘makes occasions special’, Elliot said.

The numbers above are based upon Roy Morgan Single Source survey data recorded in New Zealand from May 2012 to April 2013, which spoke to 4437 beer drinkers aged 18+.

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